Twitter unveils feature that lets brands better prepare for real-time campaigns
Twitter is offering up an event targeting feature for advertisers that gives brands the chance to plan ahead for real-time advertising opportunities surrounding important dates such as Mother’s Day or the Super Bowl.
In a company blog post, senior product manager Dinkar Jain said the addition will make it easier for brands to activate campaigns around live moments.
“We’ll help you discover and plan for these moments, learn more about the participating audiences through valuable insights, and with one click, create a campaign that delivers the right message to just the right users as the event unfolds,” he said.
A calendar will highlight major sports games, musical festivals, holidays, and other significant events happening in the US, UK, France, Brazil, and Japan. It will also include global events such as the World Cup.
Advertisers have the option to filter by location, date, and type of event in the calendar to help determine which live events align with their marketing strategy.
Once advertisers have chosen which events to target, they can find further information regarding each audience they are trying to reach based on the previous year’s data.
Brands can then create campaigns that will eventually play out in real-time once the event begins to unfold.
The social platform has been testing the feature for the last few months with global agency MEC, tech company SocialCode, and Mindshare UK.